Talk is cheap… and worth a million
It seems that computers always have a way of malfunctioning at the worst times
and when they do it pays to have someone handy to solve the problems... right
away.
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I first discovered Chin and his partner, Anthony, some four years ago when
dropping off my computer for a hard drive repair and memory upgrade.
Unable to afford my direct response services, they asked if I would accept
repair work for advertising. I declined but promised them something much better
— that I would personally promote their service and be their best and loudest
advocate.
Since then, I have directed more than 20 friends to their shop for service. One
of my contacts recommended PC Labs to her boss and as a result, Chin was able
to sign a large office to a maintenance contract.
Networking just happens to be one of the most effective and affordable ways to
grow a business and given the current economic climate around the country, that’s an important advantage to consider when it comes to advertising yours. As a
matter of fact, it’s possible to promote practically free because the key skill required is a very
simple one… talking.
Networking is also referred to as "word-of-mouth marketing" because it is based
on telling people what you do and then listening to find out how to serve them.
The best networkers don’t even know they’re networking. They are simply making themselves visible, talking, responding,
and getting to know people.
In spite of the fact that everyone you meet is a potential customer or valuable
contact, many cleaners are not sold on the idea of networking. Some view it as
politics. Others have a difficult time meeting and talking to strangers. And
then, of course, some are just plain lazy.
As a result, many formal gatherings and social situations become lost
opportunities to spread the word about your business.
Just talking to people about your business can pay huge dividends. In fact, the
growth of any business is directly related to the number of people who know
about it.
Networking allows you to develop more contacts and exchange information. It can
help you learn the needs and concerns of potential prospects. It’s nothing more than schmoozing and cleaners who are good at it can quickly build
relationships.
There are three basic principles that apply to networking.
First is the law of abundance, which states that there are plenty of
opportunities out there… plenty of ideas, plenty of customers, plenty of jobs and so on.
If your calendar is empty, that doesn’t necessarily mean there are no opportunities around. Successful networkers
believe there are plenty of opportunities out there and simply exposing
yourself to the possibilities will quickly bring these opportunities to the
surface.
Second is the law of reciprocity, which states that what you give out comes back
tenfold.
If you give out help, you get back help. If you give out love, you’ll get back love. And if you give out information, you get back information.
The challenge, of course, is that although the giving is now, the receiving may
not happen for some time. Also, what is returned may not come from the person
to whom it was given but in time it will be returned.
The third principle is the law of giving without expectation. This occurs when
you give without an expectation of receiving something. You do something for
someone not to get something back, but because you want to help them achieve
their goal.
When I recommended my friends to Chin’s computer service I wasn’t looking for compensation from Chin. I knew he couldn’t afford it. Instead, what I really wanted was for him to thrive and for his
business to succeed.
If you don’t actively network now, you should. Here are just a few steps you can take to
get started.
Make a plan for getting to know people who will either do business with you or
can introduce you to others who will. And when people ask what you do, be sure
you are able to introduce yourself and explain your business to them in 30
seconds.
Learn to communicate with ease. If you’re shy and find it difficult to talk to people in social settings it might be a
good idea to take a Dale Carnegie course. At parties and meetings and social
gatherings, seek out people you don’t know and start a conversation.
You will defeat the purpose of networking if you continually stick with familiar
faces. Get interested in what others are offering or saying and practice being
a good listener.
Try to identify who your best prospects might be and research as much as you can
about them. Do they live nearby? What activities do they participate in? What
organizations do they belong to?
The more you know about your potential customers, the easier it will be to reach
them.
Start with people you know. Look at your roster of friends, colleagues,
acquaintances, and people you have come across in your lifetime. Identify those
you think might be able to help you the most.
The key to successful networking is involvement so become a player. Participate
in organizations, events, professional groups and social clubs. Join your
chamber of commerce. Attend conferences and training seminars. Take every
opportunity to make acquaintances and develop relationships.
Get your associates involved as well and multiply yourself. For example, my wife
carries a supply of my business cards in her purse and distributes them like
candy. Not long ago she dropped one into a bowl at a restaurant.
Several days later the manager called me and asked if I would be interested in
helping to promote his brother’s pool and patio business. The point is, you never know where your networking
efforts will lead.
